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How to make the most of visual content for B2B marketing on social media.
Visual content has become increasingly important in B2B marketing on social media. Whether it’s a photo, a video, or an infographic, visuals can be used to engage your audience and drive sales. Here are some tips for using visual content for B2B marketing on social media.
1. Use Video Content
Videos are one of the most powerful visual content formats for B2B marketing on social media. Videos can help you convey complex messages quickly and effectively, and they can also be used to showcase your products or services in a compelling and engaging way. Additionally, videos tend to have higher engagement rates on social media than other types of content.
Long form. Short form. Horizontal. Vertical. Whether it’s a 20 minute Youtube film or a 15 second story, the opportunities for creative and visually compelling storytelling are vast. Moreover, social media platforms in particular are promoting video content more than ever, so make sure you’re not missing out on the possibilities to reach new audiences.
2. Leverage Infographics
Infographics are another great way to share information in a visually appealing way. An effective infographic should be easy to understand and should contain relevant data or statistics that can help to illustrate a point. Infographics can also be used to break down complex topics into more digestible pieces of information.
They seem a little old hat now (compared with about 5 years ago when they were absolutely everywhere). But the key benefit of infographics is their combination of shareability and branding opportunity. Create something worth sharing and slap your logo on it, and you’ve just had your brand put in front of a whole new audience.
3. Use Images
Photos are a great way to engage your audience on social media, and while tiktok and instagram have given video a push in recent years, photos are making a bit of a comeback (and on Linkedin they’re doing as well as ever).
A well taken photo can create an emotional connection with your audience and can help to drive more engagement. It doesn’t have to be a selfie. Consider team photos, candid work-place photos, shots taken at key events etc. But remember rule number one, people like people. Put your people front and centre and see your engagement skyrocket.
Images can also be used to highlight specific products or services. Especially if you can show unusual elements such as manufacturing processes or behind the scenes shots to engage your most interested followers.
4. Incorporate User-Generated Content
User-generated content is a great way to engage your audience and build trust. Sharing content from customers or fans can help to create a sense of community and can be a great way to showcase your products or services in a unique and authentic way.
This is usually the reserve of larger companies with lots of happy customers, but smaller businesses will benefit from it too. Think about your best customers and ask yourself if they’d be happy to share a photo you can use.
5. Design Visual Content for Mobile
Mobile devices are the primary way that people access social media, so it’s important to design your visuals with mobile users in mind. Make sure your visuals are optimised for mobile screens, that means try to avoid horizontal photos if you can. Vertical wins on mobile, square format works too.
If you’re doing longer form video, then horizontal format is fine but think about where you’re posting it. If it isn’t youtube, think again.
Conclusion
There you have it. 5 tips to make your content visually appealing. But just one more thought before you go. Whatever you do, make sure your brand is present and appropriate to the content. That means you need enough to be remembered without negatively impacting your content, think intros and outros on long form video content, watermarks on documents and brand colours on still graphics. It takes a lot to generate good quality content, don’t lose your opportunity for recognition.